Originating from a wool-blended fabric called serge, invented in Nimes, France
in the 1600’s, it gained its name from the shortening of ‘Serge de Nimes’. The
term ‘genes’ came from the city of Genoa, where trousers made out of the same
natural twill indigo material were first made.
Due its durable, hardwearing qualities, it was
the fabric of choice in the 1800’s, when Levi Strauss created a business
selling trousers to gold miners. Fast-forward a hundred years, cowboys often
wore denim jeans in 1930’s western movies, familiarizing them with the public.
In the 1950’s, James Dean in ‘Rebel Without a Cause’ set the fashion standards
for the emerging ‘teenagers’: denim was the ultimate symbol of rebellion and
youth. The 1960’s and 70’s saw denim become a huge part of fashion and culture
when high-fashion brands such as Gucci put them on the catwalk. Denim became
sexy, desirable. And today? Think Diesel, Religion, J.Brand, Current/Elliot. As ever, the search goes on for the “perfect fit”.
Yves Saint Laurent said ‘I wish I invented blue jeans’. And with good reason, don’t you think?
